Industry: Pharma, biotech, and healthcare
Area of Focus: Digital Assessment
Target: Physicians & HCPs
Method: Quant online survey
Background: A pharma company’s digital media agency launched a banner ad and sponsored search campaign to drive prescribers to the product’s website for healthcare professionals. The agency had access to Google Analytics data, which provided visitor quantity and click-through metrics but was unable to verify whether the visitors being driven by paid media were actually healthcare professionals.
Business Questions: Is the media spend targeted at HCPs driving the intended targets? Which elements of the media spend (e.g., specific search terms, a specific banner ad) are doing the best job of driving the intended target to the site and which are doing the worst?
Approach: Short-form website intercept survey on entry with source data capture and page view tracking. Survey ran for three months and 9% of all visitors completed the survey to allow for a high level of statistical confidence around the results.
Outcome: Visitor quality data by source allowed the agency to calculate a true cost-per-HCP for each component of the media buy, which led to changes in the media buy to optimize the spend moving forward. Page view data by visitor type informed future decisions about landing pages and site content.